Jonah Kaner, son of Oribe co-founder Daniel Kaner and namesake beauty founder Sonia Kashuk, launched Funner, a haircare brand centered on professional-grade haircare for mixing and layering, and play over perfection. Funner debuted with 21 products, including five shampoos, three conditioners and a dozen styling and treatment products that treat hair as an extension of ever-changing personal style.
When it comes to everyday care, the fortifying and balancing Happy Medium Shampoo promises a universal, balancing cleanse, while a weekly reset might call for the clarifying and detoxifying Clean Slate Shampoo. And for addressing specific haircare concerns, Funner offers targeted solutions like The Fixer Molecular Treatment Serum and the Drench Coat Hydrating Mask to reduce breakage and preserve length.
What Makes This Trend Stand Out
- Expressive Haircare Systems
- Professional formulas are shifting toward mixable routines that let consumers treat hair as a flexible style medium rather than a fixed beauty standard.
- Layered Product Rituals
- Customizable shampoo, conditioner, treatment and styling combinations create room for brands to build higher-engagement regimens around changing moods, occasions and hair needs.
- Playful Performance Beauty
- Clinical-grade efficacy paired with a fun, self-expression-led identity opens space for premium products that feel less prescriptive and more culturally relevant.
Sectors Adopting This
- Professional Haircare
- Salon-quality brands can differentiate through modular product architectures that support personalization without requiring expert-only usage.
- Beauty Retail
- Merchandising built around routines, mixing and experimentation gives retailers new ways to bundle products and increase discovery across haircare categories.
- Personal Care
- Concern-specific treatments with expressive branding reflect a broader movement toward everyday care products that combine function, identity and lifestyle appeal.
